Building a New Website and Visual Brand for One of Boston’s Hottest FinTech Startups
Elsen is the Platform-as-a-Service company for large financial institutions. The Elsen nPlatform enables anyone to effortlessly harness vast quantities of data to make better decisions and quickly solve the most complex problems.
Prior to working with Ideometry, Elsen’s digital presence consisted of a single-page website and a few social media profiles. They were on the verge of securing major strategic partnerships and raising their first round of funding, so they needed a more stronger digital presence that would truly represent their advanced, groundbreaking technology and position them as a leading tech company.
This was particularly important because with all of the big things happening with Elsen, the company was attracting a lot of press opportunities and nominations for various awards. With all of the attention coming their way, it was crucial that people who found Elsen online would see a buttoned-up, polished website and digital presence.
To ensure that Elsen could successfully launch their brand with all of these announcements and accomplishments coming their way, we worked with them to refine their messaging/positioning strategy so we could design and develop a website, create an initial content strategy that would correctly position their offerings in the market, improve many of their visual assets, and encourage potential partners, customers, and press to contact the Elsen team.
To start the project, we gathered Elsen’s key internal product and marketing documents and conducted interviews with various members of the Elsen team to get a firm understanding of what the nPlatform is, who it’s for, what it can do, and so on.
With all of this information, we developed copy that explained this complex product and industry in easy-to-understand terms and took users through the site with a logical flow of information. The website would go on to be a critical source for press outlets that wrote about Elsen, as it provided the information they needed to accurately represent what the company does.
Elsen’s visual identity at the start of the project consisted of a logo, a few pieces of collateral, and low-level brand guidelines. We took inspiration from the nPlatform itself and the rest of the existing collateral and used them as a springboard to create a fuller visual identity.
At launch, the website also included a fully functional blog that would serve as a central location for thought leadership pieces written by the Elsen team, press releases, award announcements, and other coverage of Elsen. We helped Elsen develop a content marketing strategy through the blog that would establish them as experts and provide a means to improve the website’s SEO through targeted content creation.
We encouraged the Elsen team to continue creating content to leverage the value that their internal experts could have on establishing themselves — and Elsen as a whole — as leaders in their field.
While Elsen’s launch involved many different channels, the website proved to be the hub of all of Elsen’s digital efforts. It presented them as a formidable player in a rapidly expanding FinTech industry and gave them the credibility they needed to attract numerous press and partnership opportunities and become an established brand in the space.
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